Raptive’s creator-led Keep It Real campaign was designed to raise awareness of independent creators' challenges from the unchecked exploitation of generative AI. As Big Tech increasingly leveraged AI to replicate and monetize human-created content without consent or compensation, leading to a potential revenue loss of $2 billion for creators, Raptive set out to rally awareness and action to safeguard creators' rights and the future of the open web.
The initiative sought to shape public discourse, attract regulatory focus, and bring media, tech, and creative professionals together. Through a multi-channel strategy—including a bold, full-page ad in The New York Times, a creator-led event in New York City, and a viral social movement—Raptive successfully reframed the issue around fairness, accountability, and economic justice. By amplifying the voices of independent creators as small business owners and entrepreneurs under threat, Keep It Real turned a complex technological issue into an urgent call to action.
Through strategic media outreach, thought leadership, and advocacy, the campaign fostered a movement among individuals who prioritize human creativity and ethical AI use. The campaign exceeded expectations, reaching over 13.6 million people and securing coverage in over 380 media outlets. Notably, it included a recent segment on Good Morning America, highlighting creators' collective stand against artificial intelligence misuse. This success has sparked a movement that positions Raptive as a leading advocate for ethical AI practices and a human-centered internet.
Raptive’s Keep It Real campaign came to life through a bold, multi-channel activation that rallied independent creators, industry leaders, and the public against AI exploitation. The campaign leveraged a high-impact mix of media outreach, live events, and digital and social engagement that drove awareness and action.
Launching with a striking full-page ad in The New York Times, Keep It Real called on Big Tech, advertisers, and internet users to protect the integrity of human creativity. This bold statement immediately captured media and public attention, setting the stage for broader advocacy efforts.
The Keep It Real creator-led event in New York City anchored the campaign, bringing Raptive's influential creators together with media, and industry leaders. Hosted by ABC News anchor Linsey Davis, the event humanized the AI debate, transforming an abstract issue into a deeply personal and relatable cause. Creators shared real-life examples of AI-generated content replacing and repurposing their work without consent, emphasizing the financial and ethical stakes. This emotional storytelling approach successfully engaged reporters from top-tier outlets like Bloomberg, TechCrunch, and Adweek.
Simultaneously, a dedicated Keep It Real microsite provided an interactive hub for advocacy, featuring real creator stories, educational content, and a call-to-action urging internet users to demand fair AI policies. The campaign also utilized social media, where independent creators and digital influencers shared personal Keep It Real testimonials using branded assets and the hashtag #KeepItReal. A viral Instagram reel became Raptive’s most-viewed post, amplifying the movement’s reach.
One major challenge was breaking through the noise in a rapidly evolving AI landscape. Many conversations around AI focused on its innovations, while fewer addressed the ethical implications for creators. To shift this narrative, Raptive positioned independent creators as small, independent business owners—entrepreneurs whose livelihoods were at stake. This reframing resonated deeply with the media and the public, making the issue more tangible.
Raptive executed a comprehensive campaign that combined traditional media, digital platforms, and social media strategies to maintain ongoing engagement beyond a single event. The advertisement in The New York Times served as an initial catalyst, the NYC event further enriched the conversation, and social storytelling helped sustain the momentum.
Raptive also faced skepticism from some in the tech industry who viewed AI progress as inevitable. Rather than opposing AI outright, we positioned Keep It Real as a movement advocating for responsible AI practices—striking a balance between innovation and accountability. This nuanced stance allowed Raptive to engage broader audiences, such as policymakers and advertisers, in meaningful discussions.
Keep It Real wasn’t just a campaign—it became a movement. It transformed a complex, tech-driven issue into an emotionally compelling, human-first story. Uniting creators, journalists, industry leaders, and the public reframed AI’s impact as a fairness and economic justice issue rather than a technological advancement.
The campaign’s success—reaching 13.6 million people, 380+ media placements, and increased creator advocacy—demonstrated the importance of storytelling and collective action. Keep It Real showed that, in the digital age, authentic human voices are more significant than ever.
The Keep It Real campaign exceeded its key objectives: raising awareness, driving industry-wide discourse, and mobilizing action to protect independent creators from AI exploitation.
Raptive's primary goal was to influence public conversation and capture regulatory attention. The campaign’s bold New York Times ad and high-profile creator-led event generated over 382 media placements, securing a segment with Good Morning America and engaging reporters from Bloomberg, TechCrunch, and Adweek. This widespread media reach ensured that AI’s impact on creators became a mainstream topic, engaging key stakeholders across media, tech, and advertising.
Social media engagement was another critical success metric. The campaign’s digital activations, including viral creator-led content, reached 13.6 million people, sparking industry-wide discussions. A standout Instagram reel became Raptive’s most-viewed post, with over 18,000 views, demonstrating strong organic engagement.
Beyond awareness, Keep It Real inspired tangible action. The campaign led to a surge in independent creators joining Raptive, many citing its advocacy efforts as a key reason. The campaign built momentum toward lasting industry change, uniting over 100 high-profile creators in a collective call for fair AI policies.
Ultimately, Keep It Real was a significant success because it turned a complex issue into a powerful and emotional movement. By highlighting authentic stories from creators and uniting a diverse coalition, Raptive established itself as a leader in pursuing a fair and ethical digital economy, demonstrating that human creativity is valuable and deserves protection.
